It has been three seasons since Apple TV secured exclusive streaming rights to Major League Soccer (MLS) in a landmark $2.5 billion deal, and new data suggests the league’s bold pivot to streaming may be falling flat with fans.
According to a recent Casino.org survey of over 4,000 U.S. sports fans, a staggering 72% believe the $99 per season cost of MLS Season Pass is simply too expensive. The study arrives on the heels of MLS Commissioner Don Garber admitting that average viewership on Apple TV has plunged to just 120,000 per match, which is a sharp drop from the 343,000 viewers MLS averaged on ESPN in 2022.
Of the deal, Garber stated that “critics don’t get it yet” and that the American soccer league was “early” and the other top leagues will follow suit with their streaming distribution. Perhaps, the Apple TV-MLS deal viewership is being closely watched by other leagues considering similar partnerships. However, reports have surfaced that some MLS executives have pushed to ditch the Apple streaming deal in favor of traditional networks.
Sticker Shock and Streaming Fatigue
The Casino.org survey found that 17% of respondents felt the current pricing offered good value, and just 1% went so far as to call it a bargain. It’s not just about cost, though; accessibility is another concern. More than half of non-subscribers (54%) said they would watch MLS if matches returned to traditional broadcast networks like ESPN, FOX, or ABC.
The shift in viewing behavior isn’t just hypothetical. With limited free viewing options, 35% of fans admit to using unofficial streams to watch MLS, and 8% say they do so frequently. The drop in viewership suggests fans aren’t sold on the paywall model. To address viewership concerns, earlier this season, MLS teams began airing games for free via tape delay on linear TV.
Millions Tuned Out and Possibly Gone for Good
Perhaps the most eye-opening stat that Casino.org found: around one-third (32.8%) of FIFA World Cup fans say the Apple TV paywall is what keeps them from watching MLS. Extrapolated nationally, that’s potentially 60 million American fans being priced out of domestic soccer.
The long-term outlook is equally grim if nothing changes. The study found that two-thirds of fans (66%) are unlikely to follow MLS next year if Apple’s exclusive rights remain in place. Only 10% say they’re “very likely” to keep watching. The results show that many fans feel the Apple TV MLS deal viewership reflects a disconnect between pricing and accessibility.
Predicting a Better Future
Casino.org also modeled how different changes might revive interest. If MLS returned to free-to-air TV, average viewership could triple to 400,000 per game. Cutting the price of MLS Season Pass in half to $49 could draw another 330,000 viewers per match. And with the 2026 World Cup hosted in the U.S., even a modest conversion of 10% of those fans could push MLS viewership past 1 million per game.
At the moment, the data analysis found that Apple is reportedly spending $200 per viewer per match, compared to around $1 per viewer for leagues like the NFL or NBA. The current state of the Apple TV-MLS deal viewership is a cautionary tale for sports leagues chasing tech money.
Fans who want to catch the remainder of the MLS season, playoffs and MLS Cup on Apple TV can get MLS Season Pass for 50% off at $49. Existing Apple TV+ subscribers can save even more and snag MLS Season Pass for $39. There are no blackout restrictions. Try a seven-day free trial at the link below.
Credit: Casino.org